Tefficient’s 46th public analysis of mobile data trends and drivers compares data from 40 countries where M2M/IoT can be excluded from the total bases. Mobile data usage grew year-on-year in most markets, but Turkey and Qatar recorded declines.
Saudi Arabia remains the usage leader and Latvia the runner-up, although statistics for both countries aren’t available for the first half of 2025.
Growth deceleration decelerated
After the sharp slowdown from 2023 to 2024, usage growth rates have largely stabilised. However, about half of the countries had slower growth in the first half of 2025 compared with the same period in 2024. Among the countries reported so far, Portugal posted the highest annual increase at 32%.
FWA usage increased – but not everywhere
Data-only subscriptions – though still representing a small share of the market – continue to drive average usage levels. Latvia leads with 195 GB per month in 2024, followed by Sweden with 156 GB per month in the first half of 2025. In the pure FWA segment, Australia topped the chart with 477 GB per month in 2024, followed by Sweden with 379 GB and Ireland with 294 GB per month – both in the first half of 2025.
5G’s proportion of traffic grew, but seldom near equilibrium
In contrast to data-only subscriptions, the impact of 5G on overall traffic remains limited – except in South Korea, China, Austria, and Lithuania.
Revenue per GB on its way up (!) here and there
Mobile service revenue per gigabyte continued to decline overall, although at a slower pace than before. Portugal saw the steepest drop at 27%. However, inflation-hit Turkey again recorded a surge in revenue per gigabyte, and Finland and Croatia also saw increases.
ARPU growth softens further
Only 54% of markets experienced ARPU growth, even though 92% had growth in data usage – once again a softer outcome than in the previous edition of this analysis.
Download the analysis: ARPU growth softens further as mobile data usage growth slows in half of the countries
Updated 21 Nov 2025 with 1H 2025 statistics for Iceland and with July 2025 status of 5G traffic for the UK
Updated 2 Dec 2025 with 2024 statistics for Switzerland